(No, we haven’t unseated our rider.)

Here’s how ITV helped Flutter Group and Racecourse Media Group to create a docuseries into the world of racing that captivated fans old and - vital for the future of the sport - new.

A little background... in the weighing room

Horse racing is the second-largest spectator sport in Britain - but you wouldn’t know it at first glance.

• The profile of existing racing fans is ageing - both those watching at home and in the stands.

• Attracting new fans is difficult because racing is overlooked in favour of sports with newer formats and media access.

Together, the Flutter Group and Racecourse Media Group hatched a plan to reignite the nation’s love of racing with a new behind-the-scenes docuseries.

But there was a hurdle: could it be done without a single speck of branding or sponsorship? Both brands wanted minimal association, preferring the show to focus instead on horse welfare, the fun of racing, and the jockeys’ journeys - all for the good of this quintessentially British and Irish sport.

Our Insight... the bit between our teeth

One thing that sets racing apart from all other sports is the breadth of people involved in it. Yes, some are millionaire owners, but most – trainers, jockeys, stable hands (and even some owners) - are fighting for their livelihoods.

This is what brings the drama! It’s a microcosm of society at large, and one where every day is a fresh chance to try and win.

The Big Idea... and we're off!

Entice future fans by producing a primetime ITV1 and ITVX docuseries celebrating the beating heart of racing and showcasing all aspects of racing: owners, trainers, jockeys, horses and the racing media.

Making it happen... over the fence

ITV Commercial worked alongside ITV Studios’ South Shore to make “Champions: Full Gallop”. Together, we’d tell an authentic story of racing, and celebrate its courage, commitment and care.

We decided to focus on the adrenaline-fuelled world of jump racing (not flats) because there’s a great sense of risk, and it attracts a wider selection of society. More drama! Across 6 episodes, we gave viewers a backstage pass: from stable yard to winner’s enclosure; from the Cheltenham Gold Cup to the Grand National. The series followed jockeys, trainers, owners and horses across a whole dramatic season, capturing the highs, lows and heart-stopping moments both on and off the track.

Along the way, viewers followed some of the biggest names in the sport, including trailblazing jockey Rachael Blackmore – the first woman to win the Grand National – and top trainer Henry de Bromhead, whose personal and professional journey brings added emotional weight.

With unprecedented access and a cinematic lens, we revealed racing as you’ve never seen it before: personal, passionate and full of jeopardy. For example, the cameras used on the jockeys’ helmets were completely new. It’s a dangerous sport, and they give a sense of the skill of a jockey.

Results... the stewards enquiry

• Amongst series viewers, only football was placed higher than racing in the list of sports they’d most likely watch on TV, leapfrogging both F1 and Athletics, which were placed higher for non-viewers.

• An incredible 17% of viewers of the series, who previously did not watch horseracing on television, would now consider watching.

• 8% of viewers, who don’t currently watch live, said they would consider attending a horserace in person.

The attraction of the series is best described by Dominic King, Racing Correspondent of the Daily Mail who said:

And that’s why a second series will be hitting our screens later this year!

Client Quote

Best Advertiser-Funded Programme or Entertainment